The fitness industry is that rare business sector that is primarily driven by passion. Club owners and fitness professionals want to effect meaningful change in the wider culture. While passion can’t replace a solid business strategy, in the big picture, this commitment to the fitness mission is a key driver for the overall success of the health club industry.
Profit and passion can go together, of course, and the best way to bring that about is by creating a meaningful experience for your members. If they share in the journey with you, they will stick with you for the long haul.
The good news is that all consumer trends point to a greater hunger for meaning. A recent article in Forbes states it plainly: “More and more, consumers are shopping with their emotions instead of their wallets.”
This is especially true of younger demographics. The article continues: “Indeed, Millennials’ changing preferences and attitudes regarding corporate responsibility, social consciousness, and more have already impacted how retail brands present and position themselves.”
Like or not, you’re operating in the midst of a cultural shift. Consumers are looking for meaning and purpose from your brand. And what’s influencing the decisions in the marketplace is technology.